www.imarketing.

courses
www.imarketing.courses

Stacks:
Compounding
the Close
WORKBOOK: 7 Ways to Make Your
Closes Better

With Frank Kern

 www.imarketing.courses
www.imarketing.courses

STACKS: COMPOUNDING THE CLOSE PAGE 2

Stacks: Compounding the Close – 7 Ways to Make Your

Closes Better

Welcome to Stacks: Compounding the Close. You're going to absolutely

love this training assuming that you want:

 Your sales to go up.

 To compound the power of every sales message you write.

Here's why this is important. You're probably familiar with the closing and
offer formula.

It's basically loosely based on:

 Here's what I’ve got.

 Here's what it'll do for you.
 Here's how it works.
 Here's what I want you to do next.
 Here's why it's safe and smart for you to do.

Then you use the addition of some boosters or scarcity or something like that.

If you've seen my training on how to make the Ultimate Offer, then you know
what that does.

Now, what's interesting is so many marketers and sales people think that,
once they have presented the offer, their job is done.

© 2016 Frank Kern

 www.imarketing.courses
www.imarketing.courses

STACKS: COMPOUNDING THE CLOSE PAGE 3

The purpose of this training is to show you how to stack closes on top of one
another to continue the act of selling from multiple different angles while you're
in the same close.

What I’ve found is the more of these you stack on top of each
other, the greater percentage of an increase that you will find.

During this presentation, I'm going to give you some examples and I'll give
you some scripts and I'm going to really be overly dramatic about this. I'm going
to use extreme examples and some of them are frankly quite harsh. The reason
I'm doing that is just for dramatic effect.

Please use your own judgment in determining where you draw the line with
this. Some of these are going to
sound pretty mean and they are;
but again, that's really meant as
an illustrative effect and I'm in no
way telling you to actually be
unkind to anyone.

That's going to make a lot of

sense when you see the scripts and these stacks together. This is called “Stacks”
and let's talk about what that really means.

Stacks are basically re-closes. You've already made your offer, you've already
stated the guarantee, you've given your call to action and most people are going
to quit.

But what we're going to do is we're going to use these stacks to continue
selling, which is awesome.

© 2016 Frank Kern

 www.imarketing.courses
www.imarketing.courses

STACKS: COMPOUNDING THE CLOSE PAGE 4

You're either going to state an objection and overcome it or you're going to

approach your close from another angle and we've got a lot of formulas here.

I’m going to get straight into the formulas for you.

Stack #1: The Pros and Cons

Stack number one is something we call the “Pros and Cons” stack. The way
you want to do that is basically model the classic Ben Franklin close and it's a little
bit cheesy so you don't want to use the scripting.

The scripting from a Ben Franklin close is pretty funny. Your untrained sales
person will basically be looking at a prospect who is wrestling with the decision
whether or not to buy.

The sales person would say something like, "Well, you know Mr. Jones, one of
the smartest people in the United States’ history was a guy named Ben Franklin who
I'm sure you've heard
about. Whenever Ben
Franklin came up to a
decision he was trying to
make, he had this method
that would always guide
him in the process of
making that decision.

What he would do is get out a piece of paper and he would draw a line down the
middle and he would then write the good aspects of that decision, the pros, on one
side and he would write the cons on the other side.

© 2016 Frank Kern

 www.imarketing.courses
www.imarketing.courses

STACKS: COMPOUNDING THE CLOSE PAGE 5

Then he would just look at them and figure whichever side had the best for him,
whichever presented the best evidence of whether or not he should do it, he would
make the decision based on that list. Let's say you and I do that right now." The
sales person would then pull out a piece of paper.

Doing it that way obviously is a little bit overplayed and it's a little cheesy but
you can still use the Pros and Cons methodology to actually make a sale. You can
do it in a way that's really friendly and respectful of your buyer and
straightforward.

It's almost like the use of damaging admission in copy so it's pretty cool.

Basically, what you do is you've made your offer and you've run through all
the benefits and then you've closed and now it's time to re-close.

Let's say we're selling information. You would say, "Now listen, if you haven't
enrolled yet, I really want to talk to you because, as great as this product is, I
understand it's absolutely not for everybody. I really want you to be sure this is right
for you when you enroll today.”

By the way, the use of the phrase “When you enroll today” is called a
presupposition. It is presupposing that you're actually going to enroll which is a
nice little linguistic play on words there.

That’s a little bit of NLP for the NLP people. I don't actually know NLP nor do
I think you can ever use it to convince someone to do something they don't want
to do but it can be an icing on the cake type of thing.

You're never going to beat a good sales pitch for a good product delivered in
a good way. That’s really what this is all about.

© 2016 Frank Kern

 www.imarketing.courses
www.imarketing.courses

STACKS: COMPOUNDING THE CLOSE PAGE 6

Presupposition is cool because you're saying, "You want to be sure this is right
for you,” which technically is an embedded command, this is right for you, when
you enroll today." “When you enroll today” is a presupposition.

Anyway, let's look on what we're doing. We're setting up this Pros and Cons
close.

We're saying, “As great as this is, I understand it's not for everybody. So I really
want you to be sure this is right for you when you enroll today.”

We're setting this close up and now we're saying, "That's why we should take
a minute and just go through the pros and cons of what we're about to do together."

In this case, we're selling an imaginary information class. We're presupposing

they're actually going to
be enrolling in the class.

Now, what we're

going to do is we're just
going to list the pros and
cons of the class.

I'll give you an actual

example from one of my own presentations.

I actually did this and it worked really well. I said, "The pros are it’s a proven
methodology, I've been doing this personally for a long time. I have a lot of
experience in this one. I know what works, I know what doesn't.

Another pro to this is you don't need that many sales to add up to good revenue
in your business." I was selling a course on high ticket stuff.

© 2016 Frank Kern

 www.imarketing.courses
www.imarketing.courses

STACKS: COMPOUNDING THE CLOSE PAGE 7

“Another pro to this is you don't need a ton of traffic just because we're really
selling expensive stuff and therefore we don't need that many customers. Logically,
we don't need that much traffic.

You don't need a big list and you don't need to be an amazing copywriter
because of the way the sales process works and you really don't need to sell hard if
you do anything like I just showed you.”

Remember, every close, every offer, every pitch should

always be preceded by helpful information.

That is a golden rule which you probably already know from working with me
for a while but if you don't, I have this rule that we never pitch until a relationship
has been established.

The only time you would ever break that is if you're selling something really
inexpensive like a little book or a small
downloadable report or something like that I have this rule that we
where it's just not that big an emotional never pitch until a
decision for somebody.
relationship has been
If you're selling something of any established.
consequence, you always want to genuinely
help them and help them get the results they
want, a little bit in advance of making that offer. This is presupposing we've done
that.

“You don't need to sell hard. It's really, really going to help others when you do
this and you're going to get a lot of personal help from me.” Now, this is me listing
the pros of taking the class with me.

© 2016 Frank Kern

 www.imarketing.courses
www.imarketing.courses

STACKS: COMPOUNDING THE CLOSE PAGE 8

“Another benefit is you're going to be surrounded by peers because we work

together and that's why we have our fellowship.”

It's not all roses. I actually said this, “Listen, it's not all roses, not everything's
perfect in this.”

For example, I admit this isn't the cheapest thing in the world. “This is an
expensive class. Also, this is going to take a pretty significant investment of time for
you. We have an investment of money and it's not overnight. You have to work pretty
hard to do this. If you don't have the time to do it, it's not going to be of any benefit
to you."

Of course, there's always the question of, “What if it doesn't work for me?”
From the stage, I went on to say, "Well, fact of the matter is it might not. If you're
not willing to work hard, if you're not willing to advertise, if you're not willing to
follow directions, if you're not willing to stick through the inevitable challenges, it
definitely won't work for you and you shouldn't enroll."

What I've done here is I restated all of the really big benefits and then I've
listed natural objections to them. Here's one thing that's really important to
understand.

A lot of time, these objections that we think are objections are just complaints.
There's complaining, “Man, it's expensive.” Yeah. It is. “Gosh, it takes a lot of time.”
Yes, it does.

When you go to buy a Rolls-Royce or something, you say "Man, it sure is

expensive." You're just stating the fact that it's expensive. You're not going to say,
“Oh, I'm not going to buy it, it's too expensive,” unless you can’t afford it or
something."

© 2016 Frank Kern

 www.imarketing.courses
www.imarketing.courses

STACKS: COMPOUNDING THE CLOSE PAGE 9

In many cases, what we think is an objection is just a complaint. They're just

saying, "Man, that's expensive." Yeah, it is. If you'll notice, the Pros is a big long
stack, the Cons is a short stack and from this I would go on to restate the offer.

I say, "Well, you know, if after looking at all of this and if it looks like this makes
sense to you. then you really need to go ahead and enroll in the training today and
don't forget we’ve got the bonuses and the offer is going to expire etc.”

I have now re-pitched.

Stack #2: “What I’m Really Hearing Is….”

Stack number two is basically where you take the objection and you say,
“What I'm really hearing is…” We're using this to overcome an objection they
might have.

Remember, we've delivered value, we have made our offer and now this is
after the main offer. We are stacking closes on top of the main offer here.

Let me give you an example. Basically, you state your objection like a question
and then you reframe it with, “What I'm really hearing is…”

So let's say you're selling advanced business training and all sales are final.
You're not offering refunds. Their objection is, "I want a money back guarantee."

Remember earlier when I told you I was going to give you extreme examples
for the sake of illustration? I'm about to do that now.

You might not want to be as harsh as I'm going to give you in this example. I'm
not typically as harsh as I'm going to give you in this example. It is for a dramatic
effect only.

© 2016 Frank Kern

 www.imarketing.courses
www.imarketing.courses

STACKS: COMPOUNDING THE CLOSE PAGE 10

In this example, you're not offering refunds and their objection is, “I want a
money back guarantee.”

You say, “Sometimes people say, ‘Hey, this sounds great but what if I want my
money back?’ And then you would go in the script and you say, "What I'm really
hearing is, ‘I like everything you’ve shown me but I'm not sure I can do this.’"

Next, you want to address that question. Essentially, you've taken that
objection and you've transformed it into something else by saying, “What I’m
really hearing is…”

They're asking about a guarantee and you're basically saying, "What I'm really
hearing is ‘I like everything you've shown me but I'm not sure I can do this.’"

We can address that in a different way. You can demonize a refund or you
could be more
compassionate about it.

Here's what you could

say, “I could sit here and
blow smoke up your ass
and tell you this is going to
be easy but it isn't. This is
advanced business
training for people who are serious, not beginners or dreamers.

When you started your business, did the world offer you a guarantee it would
work the first time? Of course not. But you did it anyway. There were challenges and
you stuck with it and that's why you're able to provide for your family the way you
do.

© 2016 Frank Kern

 www.imarketing.courses
www.imarketing.courses

STACKS: COMPOUNDING THE CLOSE PAGE 11

You didn't expect the safety net from life and I know deep down you don't expect
one from me.

If you're the type of person who needs that safety net, that permission to quit
when things get tough, we don't do that here. But I know you're not that type of
person because you're still here weighing this decision. So get enrolled and let's get
to work.”

What we did was we took that objection of, "Well, I'm not sure. What if I want
a refund? What if I want a guarantee?" We say, "What I'm really hearing here is
you're not sure about yourself." Then we've addressed that objection through the
scripting.

That's actually not too harsh. I'd be very comfortable in saying that to
somebody because it's
true. There are no safety
nets in life or in business
so why would we assume
that we would get one?

Let's go for some

more. Here's another
example. Let's say you're
selling a fitness program and their objection is, “I don't have the time.”

We're going to do the “What I'm really hearing…” scripting and we're going to
say, "A lot of people ask me, ‘This all sounds great but I just don't have the time.’"

© 2016 Frank Kern

 www.imarketing.courses
www.imarketing.courses

STACKS: COMPOUNDING THE CLOSE PAGE 12

Now, I'm pretty sure this one gets a little bit harsh. Again, I'm doing this for
dramatic effect. Please don't ever be mean to anybody. I'm literally doing this as
a way to emphasize the reversal here.

You would say, "What I'm really hearing is, ‘I'm not that committed to getting
control of my health.’

Here's the thing. This program takes 30 minutes a day, five days a week. If you're
not willing to do that, just learn to love sweat pants and baggy shirts. Learn to
accept the fact that your husband wishes you'd change but won't tell you because
he doesn't want to hurt
your feelings. Learn to
wear wraps and flats and
a one-piece bathing suit
with a sarong that hides
your thighs.

Learn to accept what

your gut has been telling
you. He's not really tired. He's just not attracted to you.

Or you can invest just 30 minutes into having the health you deserve.

When I hear that people ask me that question, my question back to them is, ‘Are
those 30 minutes so precious that you're willing to stay unhealthy just so you can
have them?’ Of course they're not. Let's get started right now. You are worth it."

What I've done is I've taken this question of time, that 30 minutes, and turned
it into something entirely different which is, "What's more important to you?
Overcoming all of this pain that you have…?"

© 2016 Frank Kern

 www.imarketing.courses
www.imarketing.courses

STACKS: COMPOUNDING THE CLOSE PAGE 13

Now, I told you it was harsh. I don't know if I'd ever actually say that to
somebody in real life. I like to be really nice. Again, I'm doing this for dramatic
effect.

I'm repositioning this objection, “I don't have time.”

“What I'm really hearing is “I'm not that committed to getting control of my
health…’”

Then, blam, I attack the lack of commitment and I reclose, “Of course, these 30
minutes aren't so precious to you. Let's get started right now. You're worth it.”

I've reclosed again.

Stack #3: Apples to Oranges

Stack number three is related to this, which is an “Apples to Oranges”
comparison.

We're going to take that same fitness example and now we're going to use a
kinder and gentler approach.

Let's say their real objection is the 30 minutes a day. They're like, "Hey, what
if I don't have time or whatever?"

What we're going to do if we're going to use the Apples to Oranges approach
to transform that objection into something trivial. You would say, "A lot of people
ask me, ‘This all sounds great but I just don't have the time.’"

That's the exact same objection as before. I'm just restating that.

© 2016 Frank Kern

 www.imarketing.courses
www.imarketing.courses

STACKS: COMPOUNDING THE CLOSE PAGE 14

What you would say is, “Here's the thing. This program takes 30 minutes a day,
five days a week. That's less than one episode of Real Housewives of Orange County.”

Now, see what I'm doing here? I'm taking 30 minutes and I'm turning it into
something trivial which is half of an episode of Real Housewives of Orange
County. One may consider it trivial, one may consider it to be brilliant
programming, that's really a matter of opinion.

So we go on, “I'm curious. Which would you rather have? A toned body with tons
of energy or part of an episode of Real Housewives? We both know that this is more
important. Don't let a TV
show come between you
and your health. Let's get
started right now.”

You would reclose.

You would just compare
that objection to
something trivial which
you know is right.

Come on. If we're talking about fitness. Who doesn't have 30 minutes a day?
We all know when we're sitting around watching TV or doing something, we
could be on an elliptical or treadmill knocking it out.

Let's be honest with ourselves. This type of reclosing, this type of stacking is
aggressive. But if you're not afraid to be brutally honest with people and say, “Hey
listen, here's the deal…” then you're going to have a better chance of helping
them."

© 2016 Frank Kern

 www.imarketing.courses
www.imarketing.courses

STACKS: COMPOUNDING THE CLOSE PAGE 15

It works. Just be friendly. Again, I'm giving you kind of extreme examples. I
know and they're for dramatization.

Stack #4: Chunking the Price

Stack number four is called “Chunking the Price.” This is when price is an issue
which, with most things, price is an issue.

What we want to do is we're going to use money as an example. Let's just

assume now you're selling something that's $3,000. I just randomly pulled $3,000
from the ethers. What I would do is I would state the objection so I'd say, "A lot of
people tell me this is expensive and you know what? It is."

Hey, listen. If it's their opinion that it's expensive, then you don't want to be
making them wrong.

If it's expensive to them say, "Yeah you're right, that's expensive. Don't say,
“What? Three grand’s nothing, what the hell is wrong with you?" That could be
their life savings or
something. You don't ever
want to argue with
people, just say, "Yeah, it
is expensive. I get it."

Now, we're going to

chunk that price that
down. We're in the fitness
thing again.

© 2016 Frank Kern

 www.imarketing.courses
www.imarketing.courses

STACKS: COMPOUNDING THE CLOSE PAGE 16

“Let's fast forward a year from now and assume you've been following along
and you actually did the exercises.

Your body is totally transformed, your husband is chasing you around the house
so much you're having to skip showers just to keep him at bay hoping that you smell
bad and you've got more energy than a troop of Boy Scouts after an espresso
drinking contest.

How would that feel? Well, if you divide that $3,000 investment by a year, it's
just $8.21 a day.

What's more important?

 $8.21 or having your husband chase you around like a teenager?

 $8.21 or having the energy to play with your kids no matter what time it
is?
 $8.21 or looking so good your friends secretly think you had some kind
of procedure?
 $8.21 or the incredible pride you feel every time you look in the mirror
knowing that you took control of your life?

Hey, if I need to, I'll even send you a check for $8.21 to cover your first day if it's
that big of a deal to you.

Why? Because $8.21 is nothing. I'm not going to miss it and neither would you;
but, if that's what it takes to help you get the body you deserve, I'll have it on your
doorstep tomorrow. Just call or email after you enrolled and I'll send it FedEx."

You know what? The shipping is more than the actual check. What have I done
here? Let's really dissect this.

© 2016 Frank Kern

 www.imarketing.courses
www.imarketing.courses

STACKS: COMPOUNDING THE CLOSE PAGE 17

Well, first of all I have restated the benefits again. Number one, I've addressed
the objection which is, "You know what? Yeah, it is expensive." But then what I've
done is I'm not making it about $3,000 anymore.

I'm making them fast forward a year from now to where, if they've actually
done the exercises and they've gotten the results that they want… which you
should always be able to deliver on your promise by the way; if you're doing this
and you can't deliver on your promise and you suck, you're going to get in trouble.

This is a given that you're selling good stuff, you're being cool to people. Now,
what we've done is I've addressed the objection. I have put their mind off of the
objection and I’ve now put them into the future world. “What if I really did this?”

Now, I'm restating the benefits, “Your body's transformed, your husband is
chasing you around the house.” Now, we take the $3,000 and we chunk that price
by saying let's divide it by 365 days, it's $8.21 a day.

Now, I'm going to do two things. First, I'm going to restate the benefits. Again,
“Husband chases you, energy to play with your kids, look so good your friends
secretly think you had some kind of procedure, incredible pride you feel when
you look in the mirror knowing you took control of your life” and I'm saying, is
$8.21 more important than this?

You can even do this. I recommend you do this if your value of your customers
high enough to do it. I offer to send them a check for the $8.21 if I need to do it
because that shows how trivial that $8.21 is per day.

I say right here, “Are you going to notice it? No, you're not going to notice that
your bank account dropped by $8.21. You probably wouldn't know unless every
day you just measure it on your phone or online.”

© 2016 Frank Kern

 www.imarketing.courses
www.imarketing.courses

STACKS: COMPOUNDING THE CLOSE PAGE 18

What we're doing is we're chunking that price. You can use this to overcome
price objection.

The trick here is you really want to make sure what you're selling is good.
Please don't sell crap and I'm pretty sure you don’t. I just want to make sure
nothing is taken out of context.

Stack #5: Chunking and Apples to Oranges Combo

Let's take out stack number five. This is when you combine Price Chunking
with the Apples to Oranges Comparison. This is pretty cool.

Let's take the same $3,000 objection. You say, “Some people say this $3,000 is
really expensive. You know what? you're right, it is but if you divide the $3,000 by
365 days, it's just $8.21.”

Now, here's what I'm

doing. I'm chunking down
the price and then I'm
going to make it all about
what they could get for
$8.21 instead of this
investment.

“I just looked online and that's exactly the cost of a plate of chicken or a plate of
barbecue. What's more important? $8.21 or having your husband chase you around
like a teenager? $8.21 or having the energy to play with your kids no matter what
time it is?”

© 2016 Frank Kern

 www.imarketing.courses
www.imarketing.courses

STACKS: COMPOUNDING THE CLOSE PAGE 19

I'm restating the benefits just like the other close. I'm going to say I'm going
to send you a check just like before because $8.21 is nothing.

Now, look how we now do the Apples to Oranges comparison.

In this phase, I'm saying, “Guess what you can get for $8.21?”

“I looked online and basically here's what you can get. You can get a plate of
barbecue…” I just Googled what
can you get for $8.21 and this is
what came up.

Now, I'm saying, “Hey you

know what? If you don't want to
use your $8.21 to invest in this
fitness training you can maybe go
get some barbecue or something
because you can't get much for
$8.21.”

I'm going to now make it

about the barbecue and the chicken. I say, "Hey what's more important?

Two pieces of chicken or having your husband chase you around like teenager?

A plate of barbecue or having the energy to play with your kids no matter what
time it is?

Greasy food or looking so good your friends secretly think you had some kind of
procedure?

© 2016 Frank Kern

 www.imarketing.courses
www.imarketing.courses

STACKS: COMPOUNDING THE CLOSE PAGE 20

A chicken dinner or the incredible pride you feel every time you look in the
mirror knowing that you took control of your life?"

Instead of making it about $8.21, I'm now making it about this trivial thing
that they could get for $8.21. “What are you going to get? A plate of barbecue?

How much
satisfaction benefit are
you going to get from
greasy fried chicken?
Come on, let's think this
through.

We're taking the price

chunking and combining
it with the Apples to Oranges comparison. It's pretty cool.

We're going to use the same psychology here: “Hey, if you like chicken that
much, I'll send you a month's worth of organic chicken breast just to help you out.

Yeah, that's crazy but you know this is the right thing to do and if that's what it
takes I'll do it for you. Just call or email after you enroll and I'll have it sent to you
FedEx.”

You know what? If you make that offer, you should really honor it because you
know that customer will think you are great.

If they said, “Yeah. I'm going to enroll” and, after they do, they sent you the
email, “I want you to send me the month's worth of chicken,” you could send them
good organic healthy chicken. This particular example would be a perfect thing
to do with that offer.

© 2016 Frank Kern

 www.imarketing.courses
www.imarketing.courses

STACKS: COMPOUNDING THE CLOSE PAGE 21

Of course if you do that customer right, they're going to order from you again
in the future anyway. So it's a worthwhile investment and your month’s supply of
chicken might cost you $50 or something and you basically have invested $50 to
close the $3,000 sale.

Stack #6: Trust and Story

Stack number six is “Trust and Story.” Remember, with all of these stacks you
can combine them.

You could keep doing them one after the other. You could use them onesie-
twosie but this is always done after you've made your pitch.

We're just continuing the pitch here. Most people think they're done when
they’re finished pitching. You're not. The real selling begins at the end of your
pitch. We want to keep on selling but we just want do it in an entertaining and fun
way.

Trust in story is best used to overcome skepticism in general or self-doubt.

Here's the thing. The biggest impediment to you closing a sale… whether it's in
person, online or in a sales letter… is going to be disbelief usually here in the arena
of self-doubt.

If they didn't believe you, they probably won't be paying attention to you.

They probably believe you, especially if you've helped them in advance of

asking them for the sale.

But they're going to say, “Well I think it would work for everybody except me.
I've tried it, I failed…” I'm from a small town, my parents were both Martians,
whatever.
© 2016 Frank Kern
 www.imarketing.courses
www.imarketing.courses

STACKS: COMPOUNDING THE CLOSE PAGE 22

Everyone's got their own stories about why we're not good enough. Self-
doubt is one of the most
prevalent things, they're
going to kill your ability to
close sales because your
customers don't believe
in themselves.

We're going to use this

to combat both of these
things. In this case, the scripting would go, "Hey, you know a lot of people are
asking me, ‘How do I know this is going to work for me?’ When I hear that, I want
to say, ‘I think you're asking me that because you either don't trust me or you don't
fully trust yourself.’

You know what? If I haven't earned your trust, then please don't order. I don't
deserve it. I haven't done my job today and I don't want something for nothing. It's
okay. My feelings aren't hurt and I apologize for wasting your time today.

But if you do trust me, then what I think you're really saying when you asked
me this question is ‘I've got self-doubt and I'm not sure I can actually do this.’”

Now, we have set ourselves up for a story. Watch how we do it. At this stage,
you want to be very kind and empathetic. You can't fake this by the way. Ideally,
we want to build their confidence and anchor this decision to purchase something
very positive and it’s best to do it as a story.

I'm going to script the story. I'm not in any way suggesting that you make up
a story or that you're misleading or anything like that. What I'm giving you here
is literally just an example.

© 2016 Frank Kern

 www.imarketing.courses
www.imarketing.courses

STACKS: COMPOUNDING THE CLOSE PAGE 23

Please don't go and copy this verbatim and tell deceptive stories that aren't
true. I know you wouldn't but somebody else might. That's why I'm giving you
that as a disclaimer.

You might say, “I completely understand because I felt the same way about a lot
of things and when I feel
that way, if I'm honest
with myself, it’s because
I've tried something and
failed and don't want to go
through the pain of that
failure again.”

Ideally now, you

would tell a story of loss and redemption here. It's got to be true. It doesn't have
to be related to the product though.

You would say, "I want to help you by telling you an embarrassing story….”

This is totally an example.

“When I was a kid I had terrible self-esteem mainly because my step dad and
teachers told me I was stupid and lazy. This made me very shy and awkward with
girls.

Because I didn't have any confidence, I was always amazed when I’d get a
girlfriend and I'd always let them walk all over me. I was worse than the guys in the
movies who get dumped and cheated on. I made those guys look like Brad Pitt.

Eventually, I got a girlfriend who didn't dump me and didn't cheat on me too
badly.

© 2016 Frank Kern

 www.imarketing.courses
www.imarketing.courses

STACKS: COMPOUNDING THE CLOSE PAGE 24

My family wanted me to get married and I wanted to make them happy. I

thought, ‘Well, I'll never meet anyone better so I might as well marry this one.’ We
got married. I stayed in that marriage completely miserable for six years.

When I finally got a divorce, it cost me everything I had. My net worth dropped
by about 99%. I had two young kids I shared custody with and I thought, ‘Well, I
guess I'll become a monk because no woman is ever going to want to be with me at
this stage.

Then I met an honest-to-God cover model. It was literally love at first sight… for
me anyway.

I was so shy that I ended up tracking her down on Facebook after we met and
waiting a month before I even sent her a friend request. I started emailing her and
since I took hours to compose every single message and response, she thought I was
kind of funny.

When I finally asked her for her number, she gave it to me. It took me about
three days to work up the courage to call her and when I finally did, I had to do it in
my car because I was embarrassed that someone might overhear me sounding
stupid on the phone.

The conversation was awkward but she didn't seem too repulsed by me and I
thought to myself, ‘Holy smokes you might actually have a chance here.’ Now, let me
tell you this woman was a perfect 10, as they say, and I figured the only way to get
her to like me was to transform myself into a 20.

That's what I set out to do. I hired a personal trainer, went to counseling to
overcome all the self-esteem issues and I started courting her just like in the movies,
flowers and everything.

© 2016 Frank Kern

 www.imarketing.courses
www.imarketing.courses

STACKS: COMPOUNDING THE CLOSE PAGE 25

I did that for almost three months before our first date. I guess she didn't realize
that I'd become a 20 yet. Anyway, the first date turned into a second date, the second
date into a third and eventually we got married then we had two kids.

When I look at those kids at night sometimes I think, ‘Thank God I didn't let my
past failures keep these children from coming into the world.’”

Now notice, this story could be about anything unrelated to the product. What
I've really done is I'm empathizing first and say, “You know, I had all these
troubles too.” Now, I'm saying ‘Thank God I didn't let those past failures keep
these children from
coming in the world.’”

I've really escalated

this issue into something
as important as human
life.

I've taken this little

seed of self-doubt and
told the story about overcoming self-doubt and now said, “What would have
happened had I never overcome it?”

The children wouldn't even exist.

Don't make up your stories. I'm giving you a very dramatic example as a
means of illustration so please don't overdo it. You’ve got to be telling the truth.
The philosophy that all marketers are liars, don't be one of those.

That's not necessary. You can do a better job being straight up and honest
with people.

© 2016 Frank Kern

 www.imarketing.courses
www.imarketing.courses

STACKS: COMPOUNDING THE CLOSE PAGE 26

Now, I might say:

“Let me ask you. If you had a time machine and could meet me the day before I
made that first phone call to her, what would you tell me if I was about to let my
past get in the way?”

See now what I'm

doing here in the
scripting is I'm putting
them in the driver's seat.

I'm letting them be the

hero. I'm saying, “You
wouldn't let me do that
would you? You wouldn't let me let myself down, prevent these children from
being born?

Psychologically it's important so the next thing I say is: "Would you let me quit
on myself or would you encourage me to give it my best? Of course, you'd encourage
me and I’d do the same for you. In fact, that's what I'm trying to do for you right
now.

My one decision to pick up the phone and make the call changed my life forever
and it seems like you might be facing a similar decision right now.

Let me ask you. Are you going to let fear and self-doubt cheat you out of the
future that you deserve?”

Now, notice this right here. I'm not making it about them. I'm not saying
“You're wrong,” I'm saying fear and self-doubt are wrong, not them.

© 2016 Frank Kern

 www.imarketing.courses
www.imarketing.courses

STACKS: COMPOUNDING THE CLOSE PAGE 27

It's important not to say, “Hey you're being a woos, you're stupid” or
whatever. You want to be empathetic.

You can’t fake empathy by the way so you really have to understand where
your prospects are coming from if they have fear and self-doubt… and they
probably do because we're all human, we're on the same stuff... thankfully this is
good. It makes things easier for us to do.

I'm here telling you right now to stand up for yourself and claim the happiness
you deserve and now I've re-pitched. I'm able to re-pitch again so it's a very
emotional way of getting to the sale.

Studies have timelessly shown that people make decisions on emotion far
more often than they do on any rational evidence or anything like that.

It helps. Just please use responsibly.

Stack #7: Worst Case, Best Case

Our next stack is what we call the “Worst Case, Best Case” stack. This is similar
to the Pros and Cons stack but it's very conversational.

Let's assume we've given our pitch and they still haven't ordered. You might
say, "If you haven’t ordered already, I could only think it's because you're worried
about making a bad decision and you know what? Maybe you are."

Now, any time you've got an objection that you're going to address, you never
want to make them wrong.

© 2016 Frank Kern

 www.imarketing.courses
www.imarketing.courses

STACKS: COMPOUNDING THE CLOSE PAGE 28

You always want to say, "Maybe you are.”

Or, if the objection is “This is very expensive,” “You know what, it is expensive
and I want you to consider this…." Then you would chunk the price or you
compare Apples to
Oranges or whatever you
might do.

When I’m saying

“Maybe you are,” I'm
doing two things. Number
one, I'm making them
right. Number two, it's a
little bit of takeaway.

Most people will try so hard for the sale it will turn people off. But, if you're
the person who's a little bit aloof and you say, “Maybe you are,” that's going to
cause them to be more receptive to what you say next. So it's important.

Now, we say: "But what if you're not? Let's get real for a minute. Let's say you
get this and you hate it. That's pretty much a worst case scenario. Let's say it's the
worst thing you've ever had and it's just absolutely awful. Can it get worse than that
realistically?

Can we agree that this is the worst case scenario? Hey, if that happens here's
how to fix it. Just send it back and you'll get a refund. It'll be like it never even
happened."

Pretty easy right? What we just did is we have taken this fear that they have
and we said, "Hey worst case is you don't like it, send it back and get a refund.

© 2016 Frank Kern

 www.imarketing.courses
www.imarketing.courses

STACKS: COMPOUNDING THE CLOSE PAGE 29

We've just minimized the fear, maybe it’s not that bad… which, in most cases,
it’s not, unless all sales are final. So what's the worst case scenario? Get your
money back. Not too big of a deal.

Now, what we want to do, now that we've minimized our worst case, we really
want to make the best case look good.

What we're going to do, we're going to say:

"What if this actually works? Hey, you're still here reading this or watching this
video or webinar, you know you've got a pretty strong gut feeling that this is exactly
what you've been looking for.

What if your gut

feeling is right? X weeks,
months, days…”

Whatever time your

product takes to get the
results; let’s say it's four
weeks and let's go back to
our classic tomato
gardening thing.

“Four weeks from now, you could be planting tomatoes like a pro. Isn't it at least
worth trying?

After all, the worst that can happen is you get to hit the delete button on the
whole thing and get all your money back. But the best case scenario is really life
changing.”

© 2016 Frank Kern

 www.imarketing.courses
www.imarketing.courses

STACKS: COMPOUNDING THE CLOSE PAGE 30

Then you would talk about the benefits of whatever, the big tomatoes.

“Imagine the pride you're going to feel when you win the gardening
competition. Imagine how happy it is going to make you when you fix fresh
gazpacho for your entire family and they say they love it so much and you proudly
present a giant basket of tomatoes that you picked from your own garden at home.

Imagine how good you're going to feel when you know that you're providing
your children with homegrown organic super healthy produce that they just can't
get anywhere else.”

We're really maximizing this best case scenario here and then we just say:

"Let's get started today."

What this really does, this best case scenario is life changing, after this, it gives
you the ability to restate the benefits again.

It is another way to close.

Using the 7 Stacks

These are seven ways that I've just shown you that you can continue selling
after you have made the pitch.

Here's the thing… you're going to say, "Well which one should I use?"

And my answer to you is, “Whichever one seems logical at the time.”

You really can't go wrong with any of these as long as you're truthful and
you're empathetic and you're nice to people.

© 2016 Frank Kern

 www.imarketing.courses
www.imarketing.courses

STACKS: COMPOUNDING THE CLOSE PAGE 31

Here is really my best advice on these. You will probably make more money if
you use these than if you don't. It's really, really worth doing.

I really think it's physically impossible for you to go wrong adding this to your
offers after you make your pitch. I hope you've enjoyed these.

I've never seen anyone teach anything like this before.

I know it's kind of cerebral. It's a little bit advanced perhaps but I'm telling
you every time I've used one of these stacks after making an offer, I've gotten
more sales and that's what we're here to do, make more sales so we can help more
people.

Obviously your products are good. You want to get them in your customers’
hands so they can experience the benefits they're supposed to experience. This is
a great way to do it.

Thanks so much for taking this training and for being a customer of mine. I
look forward to hearing your success with these stacks soon. See you later.

© 2016 Frank Kern